ZOROASTRIAN ETHICS IN CONTEMPORARY COMMUNICATION AND BUSINESS CULTURE: AN INQUIRY INTO DUTY, VIRTUE AND MORAL RESPONSIBILITY

Abstract [English]

Zoroastrianism, one of the oldest religious traditions, presents a profound ethical system grounded in the principles of truth, righteousness, and moral responsibility. This study examines the ethical framework of Zoroastrianism by analysing its core concepts, including the moral dualism between good and evil, the role of human free will, and the guiding principle of Humata, Hukhta, Hvarshta (Good Thoughts, Good Words, Good Deeds). The paper explores the ethical standpoint of Zoroastrianism in relation to major ethical theories, particularly deontological, teleological, virtue, and utilitarian ethics, in order to demonstrate its multidimensional and integrative character. The study argues that Zoroastrian ethics cannot be confined to a single theoretical model, but rather represents a synthesis of diverse ethical perspectives. The deontological dimension is reflected in the emphasis on duty and adherence to truth, the teleological aspect in the pursuit of the ultimate good (Freshokereti), the virtue-ethical orientation in the cultivation of moral character, and the utilitarian concern in its focus on collective well-being. By examining these dimensions, the paper highlights the philosophical depth and internal coherence of Zoroastrian moral thought. Furthermore, the study evaluates the relevance of Zoroastrian ethical principles within the context of contemporary media-oriented society, particularly in relation to communication ethics, business culture, professional conduct, and socially responsible public interaction. The ethical emphasis on good thoughts, good words, and good deeds is examined as a framework for truthful communication, responsible media practices, ethical advertising, and value-oriented corporate behaviour in contemporary social and professional environments. The study argues that the Zoroastrian ideals of truthfulness, integrity, and moral accountability offer important ethical insights for addressing present-day challenges associated with digital communication, public discourse, and business ethics. The conclusion suggests that Zoroastrian ethical thought is not only a philosophical and religious system but also a relevant ethical framework for responsible communication, professional morality, and ethical culture in contemporary society.